Can you remember the world before Instagram, Facebook and other
social networks? After a long effort, it is possible that you cannot, or that
it is very diffuse memories that come back to your memory.
Those blurry years are behind us; Today, it is possible to see
how social networks are the center of most digital marketing strategies.
Much has been made about declining organic vs. Paid reach on
social media. For this reason, it can be tempting to think that organic posts
are not worth the effort. However, there is nothing further from reality.
1. Organic posts build trust
Organic publications allow you to be present, that is, to build
trust and establish lasting relationships with your followers. Additionally,
they are a true challenge to creativity, because only through differentiating
publications is it possible to stand out, generate interaction, and therefore,
greater organic reach.
2. Reach is not the only metric you should analyze
Measuring is the first step to assess whether the actions taken
are giving results.
Instagram, within its Instagram Insights section, provides
important metrics to understand the performance of the publications made on the
profile. In this section it is possible to find a large amount of information
and data that are of great relevance, depending on the business objective that
has been set.
However, there are two metrics that are essential to evaluate:
impact and reach.
The impact (also known as impressions), is the number of times a
content was viewed, this indicator does not measure people, only views. The
same user can see the same publication more than once.
Reach: refers to the number of unique users who viewed a piece
of content.
Both can be divided into organic or paid. If a budget was
invested in the publication to promote it, the platform discriminates how many
impacts or reach come from the paid source and how many come from the organic
source.
3. Interactions also influence reach
Other metrics that are also relevant to better understand the
reach of a post on Instagram are interactions, for example:
●
likes
●
Comments
●
saved
●
Profile visits
●
shared
Interaction and reach are complementary. The more interaction a
post has, the greater its reach will be.
Instagram: content and formats with greater organic reach
If Instagram has been able to do something well, it is to create
different types of content that manage to connect with different audiences. The
formats within this social network are constantly evolving, and generally set
the trend in terms of use and interaction of people with the content inside and
outside the platform.
Let's explore one by one the contents that allow us to achieve
greater organic reach:
1. Instagram Stories, the king of vertical content
This ephemeral format, lasting only 24 hours, has been adopted
by all content creators as a fast, interactive and different way to connect
with people. It is used as a kind of diary, in which immediacy dictates the
pattern to keep up with the information.
Instagram has incorporated stickers into stories, which are a
new and fun way to interact with content.
2. Instagram Reel, the next level of the video format
Faced with the growing popularity of TikTok, Instagram decided
to cope with a similar format. In a very short time it became one of the most
consumed by audiences, thanks to its versatility. Today, it is one of the biggest
bets on Instagram, which is why they continue to improve it and incorporate new
features, and of course, giving it greater relevance in terms of organic reach.
3. Instagram Live, the social interaction of the pandemic
During the pandemic it was one of the most viewed content by
users. It helped people to feel connected, to maintain the human contact and
social interaction that was sorely missed during the confinement. Aware of the
success that live broadcasts were achieving, Instagram has reinforced the tool
with complementary functions, which seek to maintain this format as one of the
favorites in 2022.
4. Instagram Carousel, swipe and engage
This format takes the crown when it comes to engagement,
especially compared to still photos. The action of swiping to discover more
content has given more user participation and has become a window of greater
exposure for the brands that use it.
5. Instagram Shopping, the product catalog you were waiting
for
The use of Instagram as a showcase or product display window was
already established in the social network. 60% of people who use Instagram say
they discover new products through this social network. However, Instagram
decided to make it official and provide tools that make it more attractive
through Instagram Shopping, a place within the platform where users can easily
explore products.
6. Instagram Guides, recommendations in one place
Understanding that Instagram is an inexhaustible source of
content, the social network created a way to group and organize all the
resources that have been published in a profile on a certain topic. In this
way, content generators can create albums of publications with their
recommendations, so that their followers can find the information much easier.
Each guide provides the ability to add an introduction and descriptions.
7. Augmented Reality filters, virtual experiences within
Instagram
Filters are another of the preferred ways when generating
content and interaction on Instagram. Filters are unlimited and their usages
provide endless fun for users. They have also functioned as a way for audiences
to experience brands virtually or interact with products or services through
Augmented Reality.